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Communication with Customers to Explore and Address Their Needs

BSBCUS402 Address customer needs

Question 1

Imagine you have started work as a sales account manager in a large publishing company that bases its reputation on providing good customer service. You are asked to prepare a 1 page report for management outlining how staff should communicate with customers to fully explore and address their needs.

Your report should address:

 Acknowledging the customer  Talking with the customer  Recommending products and services  Communicating on the phone

Question 2

Imagine you have just started work in travel agency that deals mostly in the family holiday market. As part of your induction the manager asks you to develop your own personal learning plan to learn about your organisation’s products and services as well as your prospective customers’ needs. What information would you need so you could effectively explain and match available services and products to customer needs? You could consider information about:

 Products  The company  Customers  Yourself

Question 3

Prepare a table similar to the following, and briefly explain:

 Why each piece of legislation is important?  How it can affect your daily work?

Question 4

a) Explain the different ways you might communicate with the following customers:  A business customer whose monthly stationery order will be delayed  A retail customer who has submitted a complaint to the company website  A business customer who purchased a new computer system two years ago. Briefly outline the information you would provide to each customer. Why is it important to adjust the communication method to the customer? b) Describe the steps you can take to help customers choose services and/or product options to satisfy their needs c) Explain why it is worth the expense of having a lawyer draw up a detailed contract for service delivery. d) Explain in your own words at least three frequent causes of customer discontent and suggest some possible solutions.

Question 5

Mike’s Washers specialize in selling washing machines for business and household customers. The sales staffs are highly trained in the features of different washing machines, including their:

 capacity  water efficiency  electricity efficiency  warranties  reliability

Mike, the owner, is proud or the customer service his staff offer. As well as the sales outlet, they have a service centre and an emergency repair service. Mike has recently introduced an extended warranty option, which is selling well.

a) What questions should a salesperson at Mike’s washer ask to identify the most appropriate machine for customer? Why is this important? b) Review the table describing the different models. Which model would you recommend to:  a student in a share house  a family  a Laundromat? For each case, give reasons for your choice and describe how you would help the customer would make their choice. c) Imagine you are a salesperson preparing a quote for a business that is interested purchasing four washing machines form Mike’s Washers. a) What information would you include in a quote? b) What information might you include to encourage the business to choose Mike’s Washers? c) How would you provide the quote to the business customer? Why would you do this? d) Describe three things that might go wrong when delivering the order to a business customer. For each item, describe the steps you could take4 to prevent this happening. e) Imagine you are working at Mike’s Washer when you receive a call from an angry customer. They have just taken a load of washing out their machine. The colours have all run together and some of the clothes are torn. The customer is blaming the washing machine for the problem and is threatening to post pictures of the problems on Mike’s washer’s social media page. What would you say to the customer? What actions would you take to resolve the situation?

Question 6

a) Briefly explain the key features of effective communication with customers. b) Give examples of at least three different types of business networks and explain why they are important. c) Briefly describe ways that you can ensure tour are up to date as a salesperson. In your response, include strategies for being up to date on customer information, products and services and compliance requirements. d) Explain the advantages of developing strong links with suppliers. e) Explain the possible consequences to an organisation of not having through records of customer interactions.

Question 7

Read the scenario, and then compete the tasks that follow.

Scenario: Wheels in Motion are expanding group of bicycles sales and repair outlets. You have recently been appointed the marketing manager for this business. Until now, the owner has sent customers annual reminders for bicycle service using a spreadsheet. The expansion of the business means that this spreadsheet is not working effectively and new customer are often not being added. The data is collected on forms instore those are then sent to the head office location.  There are several different groups of customers at Wheels in Motion:  Commuters: these people mainly ride to work  Hobbyists: these people use their bikes for short journeys now and then  Fans: these people take regular long rides; there are road and off-road users in this group.

Each of wheels in motion stores has a service manager for the repair shop and a sales manager. Because of business’s recent growth, the owner has recently appointed a group service manager and group sale manager.

a) List at least two types of regular communication you might establish with Wheels in Motion customers. For each type of communication, describe the communication method you would use and why. b) List at least two referral networks that you might use at Wheel in Motion. For each network, describe why it might be useful. Think about internal and external networks and different customer types. c) How might you make sure customer information is kept up to date? Write a work instruction for staff to use to update customer information (you do not need to include software-specific information in your response). d) List the different information you would collect about the Wheels in Motion customers. Describe why you would collect each piece of information. e) How would you collect feedback from Wheels in Motion customers? Describe at least two methods you would use and why you would use them?

Question 8 

Read the customer complaint letter, then answer the questions that follow

Pablo Ruiz 

Managing Director 

Computer Connections 

123 Jones Street 

Hometown

Dear Mr. Ruiz

I am writing to complain about the service I have received from your company.

I visited your Hometown store four weeks ago to buy a computer and organize connection to the internet. The main thing I wanted to be able to do was Skype my daughter, who has moved to Canada. As I am not very familiar with computers, and do not currently have one, I visited your store rather than conduct my research online.

I arrived at your store in the middle of the day, which appeared to be a quite time. T waited for several minutes before anyone acknowledge my presence. When I explained what I wanted, the sales assistant went someone else, who took several more minutes to arrive.

I explained again what I needed. The second person, Frank, directed me to a tablet that he said would all my needs. T explained that I really needed something with a keyboard and a large screen, since I found it difficult to type on the tablets my children use.

Frank continued to show me products that did not suit. When I explained this, he suggested I do some more research on your company’s website. I explained that I did not have internet access at home. On hearing this, he laughed at me and said, ‘Surely everyone has internet these days?’

I am writing to you because, as Managing Director, I think you should be very concerned about this. After being laughed at, I left your store. I have since involved my son, who has helped me purchase a desktop computer with a webcam and internet connection. This was delivered promptly and a technician arrived to help me set up the computer and the internet connection.

I have spent a considerable sum with this other company, who has also directed me to a short course in computer use for novices. You have missed as opportunity for my business and are no doubt losing other opportunities every day.

Regards, 

D Rao 

Mrs. Dipa Rao

a) Write at least three things the salesperson should have done when Dipa entered Computer Connections. b) Write down at least four questions that salesperson at computer connection could ask to help understand how the customer will use their computer, for each question, indicate whether it is an open or closed question. c) Once Frank has understood Dipa’s requirements, what should he have done? How might this have helped him make the sale? In your response, you should include:  Actions to obtain the sale  Actions if the sale is made. d) How should Pablo, the Managing Director, respond to this letter? Write down the steps you would advise him to take. Your response should include:  Investigating the complaint  Record the complaint  Taking steps to prevent recurrence. After reading this letter, the Managing Director, Pablo, decides to conduct some customer service training e) Write a Customer Charter for Pablo to display in the staffroom, this Customer Charter should explain how customer must be treated at Computer Connections. In the Charter, make sure you think about the rights and responsibilities that apply to all customers. (Note: you can find many example charters online.) f) Pablo knows that there are many things that can go wrong when delivering an order of computer equipment. i. Write down at least four things that may go wrong. ii. Create a checklist for sales staff to use when making a sale to prevent these problems occurring. g) When Pablo reads the letter, he realizes that he is missing opportunities to make referrals that will help his customer. i. What referral opportunities exist for Computer Connections? In your answer, consider both internal and external networks. ii. How could Pablo make sure all staff understands when to make referrals/ write down a training program that he could use.

Question 9

Investigate and report on the customer services process at your organisation or one you are familiar with. a) Briefly descried the organisation, the products or services it provides and a profile of the organisation’s target customers. b) List the primary needs and expectations of this customer group when purchasing the organisation’s products or services. c) Describe at least three strategies you would use to help customers articulate their needs. d) List the key rights and responsibilities for this customer group when purchasing products or services from the organisation. e) List at least five communication techniques you would use to identify the service needs of customers. f) Identify three potential barriers to successfully addressing customer needs. How are these barriers or problems managed at your organisation? g) List the business technology your organisation uses to maintain effective regular communication, address customer needs and to collect and analyse information on customer service needs. h) List the methods used to ensure that customer service decisions are based on current information. Can these be improved? Explain your answer. i) Describe the networks you currently have in place to ensure customer referrals to products and services meet customer needs. j) Develop a customer service charter for the organisation that sets out how staff will meet services, needs and expectations. 

Answer

Question 1

In terms of the acknowledging the customers, I would establish a two-way communication tool by taking feedback from them and prioritising their valuable feedback. 

In terms of talking with the customers, I will use websites, personal e-mails, social media networks and public conferences to talk with my customers. 

In terms of recommending products and services, I will use both traditional and contemporary mediums to communicate with my customers. 

In terms of communicating on the phone, I will make sure that effective following-up is being considered. 

Question 2

I will brief the customers about the holiday tour packages and I will make sure that all the details as well as related messages are conveyed to the target customers.

I will brief my customers about the image, potentiality, loyalty and other differentiated aspects of our company to create a positive perception level (Malshe and Al-Khatib, 2017).

I will brief my customers about the loyalty programs and other important benefits for the customers. 

In terms of my individual information, I will represent myself as the face of the company throughout the service offering process. 

Question 3

Name of the Legislation
Why it is Important
How It Can Affect Your Daily Work
An Example of How It May Affect the Customer’s Rights and Responsibilities
Anti-Discrimination
It is important to overcome gender, racial and cultural discriminations in workplaces.
It can create different kinds of legal and ethical challenges for me. 
Gap in wage rate between male and female employees in workplaces can create legal challenges for organisations, 
Privacy Laws
It is important to secure the privacy of individuals.
It can create different kinds of legal and ethical challenges for me.
Violating the privacy rules and having illegal access to individuals’ personal details can create legal challenges. 
Environmental Laws
It is important to maintain environmental sustainability.
It can create different kinds of legal and ethical challenges for me.
Offering products of poor quality at higher price level can create legal challenges.
Fair Trading Laws and Competition and Consumer Act 2010
It is important to maintain economic and social sustainability.
It can create different kinds of legal and ethical challenges for me.
Fault in manufacturing and breakdown of a product before a warranted time can force the companies to replace or refund. 
Warranties and Refunds
It is important to satisfy the consumers’ rights.
It can create different kinds of legal and ethical challenges for me.


Question 4

a) I will meet the business customer personally and share my concerns with him and make him understand about my challenges.

I will evaluate the complaint made by the retail customer and sort it out on immediate basis through company website. 

I will assure the business customer that the computer will be fixed but a minimum service rate will be charged as the warranty period is over.

In all the cases, friendly behaviour, politeness, and consent from the customers will be considered.

It is important to adjust the communication methods as the problems are different, scenarios are different, and types of customers are also different (Rodriguez et al., 2015)

b) First of all, I will try to take consent from customers regarding their choices. Secondly, I will show them the products and services according to their needs. Thirdly, I will detail them about the quality, features and pricing of the products. Lastly, I will request them for their decisions regarding consumption.

c) It is worth to hire a lawyer and maintain the expenses in a contractual service delivery process to ensure ethics and transparency of the process. This will also help in successful completion of the process.

d) Low quality, illogical high pricing and delay in delivering are the major problems. Use of sources should be higher in quality, pricing should be cost-based, and communication in delivery process should be improved to overcome these problems. 

Question 5

a) The questions of consumption of electricity should be asked as this can be proved as a costly consumption decision for a long-term period.

b) A student in a share-house should go for pricing model. A family should go for the warranty model. Lastly, a Laundromat should go for the spin speed max model.

c) In terms of inclusion of information in a quote, information about discounting pricing option should be considered (Huang and Sarigollu, 2014).

The electricity consumption information should be included while developing the quote for a business.

The quote should be provided to business customers through e-mail as well as face-to-face interaction process. These will be done depending upon the requirements of the clients.

In terms of three problems, crossing of deadline, behaviour of delivery guys, and receiving of damaged products can affect the sustainability of delivery. A strong communication process should be ensured to meet deadline. All the staffs would be trained to be friendly with customers. Lastly, the damaged products should be returned and re-delivery of new products should be ensured within next 48 hours (Madhavaram et al., 2017).

I will instantly communicate with my management and try to satisfy the needs of the particular customer. 

Question 6

a) Effective, clear and transparent convey of messages is important.

b) Causal contact networks, strong contact networks and community service networks are three important business networks. These are important because these can be applied depending upon the demand of the situation.

c) Having access to the advanced sales media platforms, and utilisation of salesforce software application can make me up-to-date sales person.

d) Development of strong links with the suppliers can help in offering quality and higher volumes of products to end customers in limited cost and time.

e) Lack of records of customer interactions can create different ethical and legal challenges in near future (Bolander and Richards, 2018). 

Question 7

a) One way and two way communication approach will be considered. In one-way communication, top-down approach will be considered. In two way communication, a combined top-down and bottom-up approach will be considered. 

b) Identification of the potential members as well as making contact with all the members can be considered as two different types.

c) I will make sure that the customer information is up-to-date through primary research works.

d) The information about quality, degree of differentiation and pricing should be collected to develop an effective future plan (Babić Rosario et al., 2016).

e) The feedbacks will be collected from the company websites. 

Question 8

a) The sales person should have heard the entire story, understand the needs of Dipa and recommend relevant solutions to her.

b) The questions about quality, longevity, pricing and attributes should be asked by the sales person.

c) The sales person should have understand the needs of Dipa through clear communication to secure this deal.

In this case a direct selling technique should be implemented to complete the selling process without any hazard.

d) Pablo should suggest the sales person to attend the needs of Dipa through a clear and transparent communication. The solutions should be taken place depending upon the investigation of the made complaint, recording of the made complaint and taking relevant initiatives to overcome the problems. 

e) The customers should be treated as the major stakeholders and this should be made sure in the charter.

f) Deadline issues, faulty products, lack of knowledge of delivery guys and poor behaviour of delivery guys can be considered as real problems.

The quality and efficiency should be taken care off. 

g) Making contact with the potential personas and stakeholders is highly important.

Pablo should make sure that all the staffs understand the aspects through a constant feedback process.

Question 9

a) The sales person should have heard the entire story, understand the needs of Dipa and recommend relevant solutions to her.

b) The questions about quality, longevity, pricing and attributes should be asked by the sales person.

c) The sales person should have understand the needs of Dipa through clear communication to secure this deal.

d) In this case a direct selling technique should be implemented to complete the selling process without any hazard.

e) Pablo should suggest the sales person to attend the needs of Dipa through a clear and transparent communication. The solutions should be taken place depending upon the investigation of the made complaint, recording of the made complaint and taking relevant initiatives to overcome the problems. 

f) The customers should be treated as the major stakeholders and this should be made sure in the charter.

g) Deadline issues, faulty products, lack of knowledge of delivery guys and poor behaviour of delivery guys can be considered as real problems.

h) The quality and efficiency should be taken care off. 

i) Making contact with the potential personas and stakeholders is highly important.

j) Pablo should make sure that all the staffs understand the aspects through a constant feedback process.

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